Webinar: LinkedIn Sponsored Updates Demo Day
•Download as PPTX, PDF•
2 likes•1,995 views
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business. Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to: - Keep your content relevant - Build trust through authenticity - Boost performance using images and video Join us to learn how you can start driving qualified leads on the world’s only professional feed.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Webinar: LinkedIn Sponsored Updates Demo Day
Similar to Webinar: LinkedIn Sponsored Updates Demo Day (20)
More from LinkedIn
More from LinkedIn (20)
Recently uploaded
Recently uploaded (20)
Webinar: LinkedIn Sponsored Updates Demo Day
- 1. Demo Day: LinkedIn Sponsored Updates Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Phillipe Han (@mrBriskly) Associate Product Marketing Manager, LinkedIn
- 2. Before we get started… • Questions? Send them via Webex Q&A Features • Shout outs? Tweet them via #LinkedInContent • Recorded? Of course! • Feedback? Survey will be available at the end of the Webinar
- 3. Agenda • Why Content Marketing • Introduction to LinkedIn Sponsored Updates • Sponsored Updates Product Demo • Getting Started Tips • Q&A
- 5. Content marketing is here to stay Percentage of B2B Respondents Using Content Marketing 2015 B2B Content Marketing Trends-North America: Content Marketing Institute / Marketing Profs
- 6. Why Content Marketing on LinkedIn? Accurate profile-based targeting Professional mindset that makes members receptive to brand content Premium audience of influencers and business decision-makers
- 7. Sponsored Updates: Targeted content marketing in the world’s only professional news feed Raise brand awareness Drive Quality Leads Build Customer Relationships
- 8. Sponsored Updates Product Demo
- 9. Getting started on Sponsored Updates is as Easy as 1-2-3 Company Page 1. Create a Company Page and/ or Showcase Page Campaign 1. Assign Company Page Admin who will post content 2. Designate your Campaign Manager(s) Content 1. Organize your Content 2. Outline an Editorial Calendar
- 12. Easy as 1-2-3 Creating a Sponsored Updates Campaign
- 13. Step 1 Create an Ad Campaign Give your campaign a name: Keep it simple Include targeting regions, dates, and versions
- 14. Step 1 Create an Ad Campaign Give your campaign a name: Keep it simple Include targeting regions, dates, and versions Choose a company update that you want to sponsor. Look through your company page to review content you already have.
- 15. Choose a company update that you want to sponsor. Look through your company page to review content you already have. You will be able to see a preview for desktop, mobile, and tablet. Step 1 Create an Ad Campaign
- 16. Step 2 Choose Your Audience LinkedIn enable you to choose whom to target using a variety of criteria.
- 17. Filter by location: continent, country, state, or region… Step 2 Choose Your Audience
- 18. … or choose which to exclude from your campaign. Step 2 Choose Your Audience
- 19. Choose companies you want to target by the company name. Step 2 Choose Your Audience
- 20. Step 2 …or by industry and company size. Again, you can choose to exclude companies that don’t fit your targeting criteria. Choose Your Audience
- 21. Step 2 Finally, target by job title, job function, or seniority. Choose Your Audience You can also target by: • Schools • Field and degree of study • Skills • Groups • Gender • Age
- 22. Step 2 Choose Your Audience You can also target by: • Schools • Field and degree of study • Skills • Groups • Gender • Age Audience Expansion will help you scale your campaigns and discover new audiences.
- 23. Step 2 Choose Your Audience You can also target by: • Schools • Field and degree of study • Skills • Groups • Gender • Age
- 24. Step 3 Make Your Bids Decide whether you want to pay for clicks or for impressions. Set a daily budget. Set the duration for your update.You’re done!
- 25. Creating Direct Sponsored Content
- 27. Create a New Campaign
- 28. Click on Direct Sponsored Content
- 29. Create Your Direct Sponsored Content
- 30. Once you’re satisfied, click Next
- 31. Your Ad Will Appear As Available to Sponsor
- 33. Make Your Bids…
- 34. Your Direct Sponsored Content is now live.
- 35. Your Direct Sponsored Content is now live. Check Your Campaign Performance on Campaign Manager
- 38. Your company website is a great place to start leveraging content for Sponsored Updates SpecificsWhere to look What to look for Company Website Company Blog Relevant Content Engaging Images Cadence Company Resources Videos Whitepapers Other Destinations ‘About Us’ Section Promoting other Social Media Channels PR/NewsSection Company Announcements Industry news
- 39. Address your audience directly, ask them questions Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics Type of content: Snack-able content, Lists, valuable industry insights Be Concise: Keep your intro to 140 characters Test what works for your audience with Direct Sponsored Content Anatomy of a good Sponsored Update
- 40. Turn your content into strategy with a content calendar How much content is enough? We find that this number depends on your marketing objectives. 2 posts per week is a good start for most companies.X2 Week of March 3 Week of March 10 Week of March 17 Monday, March 3, 14 Tuesday, March 4, 14 Wednesday, March 5, 14 Thursday, March 6, 14 Friday, March 7, 14 Monday, March 10, 14 Tuesday, March 11, 14 Wednesday, March 12, 14 Thursday, March 13, 14 Friday, March 14, 14 Monday, March 17, 14 Tuesday, March 18, 14 Wednesday, March 19, 14 Thursday, March 20, 14 Content Calendar Example Intro Copy Content Title URL Content Calendar is a planning document that gives you and your team at LinkedIn a plan of attack for a successful Sponsored Update campaign: Creates a publishing schedule that helps you maintain a consistent presence Visualizes your marketing strategy Acts as a communication point for all parties
- 42. Sponsored Updates Best Practices Make your customers more productive and successful1 Be the editor: A/B test your headlines. Shorter tends to be better.2 Stick to an Always-On Strategy and extend your reach with Audience Expansion3
- 43. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Phillipe Han (@mrBriskly) Associate Product Marketing Manager, LinkedIn Questions?
Editor's Notes
- Welcome to our Demo day – thank you for joining us My name is Selin, I am the sr product marketing manager at LinkedIn and Phil our Associate product marketing manager is also joining us today
- Content Marketing institute has been doing these surveys for 5 years – and this year they changed they asked their respondents – do you use content marketing as a strategic marketing approach to attract and retain a clearly defined audience? 86% consider content marketing as a strategic marketing initiative for their company. We designed this webinar to get you started with content marketing at LinkedIn - and some tips on how to succeed. Let’s get started right away!
- You have a limited budget for your content marketing needs – why should you use LinkedIn as your content marketing distribution platform? Members that are on our site are in what we call a professional mindset. They are ready to learn more about what will be helpful for their careers and come to linkedin to consume this content. Not only are you catching members at a time where they are receptive to your brand message but also you will reaching a premium audience – that are influencers in their field and business decision makers in their companies Other unique factor about our social network is that our members use LinkedIn for their professional identity so you can target your audience with accurate profile based information. We will later on show you exactly how you can take advantage of LinkedIn’s targeting capabilities to reach your audience
- And how exactly can you do content marketing on LinkedIn? After you set up your Company Page, you can sponsor your content to broaden your message beyond your company followers to your target audience The audience will see your content in the feed whether they are on their phone, tablet or computer. You will be able to drive your branding message, or capture quality leads wherever they choose to engage with your content
- Thanks Selin. Just to quickly introduce myself, my name is Phillipe Han, the associate product marketing manager for LinkedIn Sponsored Updates. I'm going to walk you guys through sponoring an update, feel free to follow along on LinkedIn if you already have a company page.
- Now that you’ve seen the effectiveness of Content Marketing, let me show you how easy it is to set up a Sponsored Update on LinkedIn. There are 3 steps to identifying and sponsoring content on LinkedIn. First, set up a company page if you haven’t already. You can also sponsor Sponsored Updates from a Showcase page, if you have one. After you’ve done that, assign a company page admin who will post content. This person will be responsible for crafting and editing your content. This role could be separate from your Campaign manager, who will manage and publish your Sponsored Updates campaigns. The third step is to organize your content. As Selin mentioned, it’s important to have content that resonates with the audience. Make sure to line up all the content you want to publish, and then ready an Editorial Calendar. This calendar would make up all the content you want to publish over the course of your campaign, whether that’s a couple weeks or a couple months.
- Let’s get started. Assuming you have a company page, navigate to the company page. If not, go ahead and create a Company Page or a Showcase page. You can do so by hovering over your profile picture, and then choosing company page. As you can see we’ve gone ahead and accessed the LinkedIn Marketing Solutions page, which we’ll use to Sponsor an update today.
- Most marketers cite that the #1 challenge with Sponsoring content is that they lack time to set it up, and produce the content to host. The reality is though, that most advertisers already have content! Start by looking on your company page– you most likely have already linked to a useful infographic, white paper, or webinar that you’ve hosted– these are all great pieces of content to Sponsor on Sponsored Updates. It looks like we have a Crash Course in Full Funnel marketing guide that we used before, so we’ll go ahead and Sponsor that. Click on Sponsor Update.
- This will take you to the Campaign Manager, where you can create an Ad Campaign. Let’s first click on Sponsor content, since we’re creating Sponsored Updates.
- First give your campaign a name. Keep it simple– you want to include things that help you easily identify what Campaign this is. Some good examples of details you want to include in your Campaign name could be what regions you’re targeting, dates that you expect the campaign to run, and which version of the ad you’re hosting. This is a good best practice to follow, as before you know it you can easily lose track of similar Ads if they use the same image or description text, for example.
- Now choose a company update that you want to Sponsor. Again, look through the company updates you’ve already published to review existing content.
- Here you will be able to see a preview for desktop, mobile, and tablet. Make sure to review so that it looks great on all platforms. If it doesn’t look great, go back and make sure to optimize the image, and then try re-uploading. Generally, uploading an 800 by 400 pixel image works well on all platforms. Check out our Ad Specs online for more information. Once you’re satisfied, click next.
- Step 2: Choose your Audience Once you’ve created your Ad, it’s time to choose your audience. LinkedIn is a powerful platform as it enables you to target exactly who you want to reach, based on a variety of criteria.
- For example, let’s start by targeting by location. As you can see in this example, I’ve gone ahead and target not only by general region, but by continent, country, and state. This lets you target as broadly or as specifically as you want based on the member’s location.
- But what if there’s a region that doesn’t fit your campaign’s objectives? That’s OK– LinkedIn offers negative targeting as well, which enables you to avoid serving to members in a region that your campaign doesn’t target.
- You can also target by company. This is powerful if you have a general idea of which companies you want to reach. As you can see, LinkedIn is able to easily recognize companies that are similar to the ones you’ve listed already. We’ll go ahead and add a couple other companies suggested by Sponsored Updates.
- You can also target based on the industry, and/or company size. Again, you can choose to exclude companies that don’t really fit your targeting criteria.
- Last but not least, you can target using job titles, functions, and/or seniority. Take your time to experiment with the targeting facets– we also offer the option to target by schools, field and degree of study, skills, groups, gender, and age. The art of creating the right audience for your Sponsored Update is to find the right balance between having specific enough of an audience that resonates with your content, and keeping it broad enough that you will serve a wide enough audience that’s interested.
- Remember how when I added companies I wanted to target, it suggested additional companies I should add? It can be time-consuming if you want to target a group of similar audiences and have to add those companies or functions manually. That’s why we offer Audience Expansion. Audience Expansion enables you to discover new audiences or scale your existing campaigns by reaching members who are similar to your target audience. For example, let’s say you’re targeting Directors and above at a construction company in North America. Audience Expansion will go ahead and look for other members within that similar description– including Directors at other construction companies in north America.
- When you’re ready, click Next to move onto the third and final step.
- Now it’s time to make your bids. The first thing you’ll note is that you can bid based on Cost-Per-Click, or CPC. You should select this option if you’re aiming to optimize for clicks and generate leads. You can also bid for every 1000 impressions, where you can optimize for visibility. You should select this option if you’re trying to maximize brand awareness. You’ll also notice that there are suggested bid ranges– these are generally good to use as baselines for ensuring your Sponsored Updates are delivered. Next, decide on the budget for your campaign. You can either set a daily budget or a total budget. Or you can select both if you have an upper limit for both a daily and total budget. Finally, select the duration for your campaign. You can either run it until you’ve used up your entire campaign budget or until a specific date. When you’re finally done, click Launch Campaign. You’re done! It’s that easy.
- But what about Direct Sponsored Content? Direct Sponsored Content is great for testing variations to see what works for you audience. It’s also great for controlling what gets published on the company page– for example, if you want to sponsor a webinar but don’t’ want it displayed on your Company Page. Well, the good news is: creating a Direct Sponsored Content piece is just as easy.
- First, go to campaign manager. Direct Sponsored Content gets created directly on Campaign Manager, and not on the company page. If you aren’t a company page admin already, you will need access from your company page’s admin to creat Direct Sponsored Content. Be sure to reach out to your Company Page admin, who will be able to give you access
- You can either create a new campaign, or you can add a Direct Sponsored Content piece to existing campaigns if it’s targeting the same audience. In this case, I’m going to create a new campaign: Click on “Create a new campaign”.
- When you go back to the campaign creation screen, this time, select “Create Direct Sponsored Content”. In this window, you can create the Direct Sponsored Content as you would like it to appear in-feed.
- Create your Direct Sponsored Content by entering the text, URL, and image you’d like to use for the link.
- Once you’re satisfied, click Next.
- Now the update you created will appear on the list of Direct Sponsored Content as available to Sponsor. Go ahead and check that update, and click next.
- Now set up the targeting as you did for Sponsored Updates before…
- Then make your bids…
- And now your Direct Sponsored Content piece is live. It’s that easy. Keep in mind Direct Sponsored Content appears only in-feed, so others won’t be able to see it on your Company Page. You can go back to Campaign Manager to check on how it’s performing. I’ll go ahead and do that.
- Be sure to check your performance on campaign manager. Campaign Manager has a variety of actionable insights, including what members are most interested in your Sponsored Updates. Armed with this knowledge, you can take follow-up actions including reaching out to members who fit into the most interested groups, or take next steps to convert them into a potential lead.
- We highly recommend you check out the link here– or visit marketing.linkedin.com. You’ll find tons of useful resources like the Quick Start Guide and User’s Guide to Sponsored Updates. Now I’ll hand it back to Selin to share tips for getting started with and optimizing content.
- Now that Phil walked us through step by step how to set up Sponsored Updates or Direct Sponsored Content let’s talk about tips for success One of the biggest questions we get asked is – I don’t have enough content to get started and when we dive into our client’s website we actually see a lot of rich content that can kickstart their Sponsored Updates campaigns. A great place to start is your company page. Your PR team, insights/research teams are probably busy at work creating quality content that can be great nuggets to share with your target customer. We find that looking at your company blog, internal resources (e.g. research department), PR section of the website can be great places to find content your company is already produced – ready to take to a broader audience
- Once you find the content, let’s talk about what are some of the best practices so that you can capture your audience’s attention? Strong visuals: a picture is worth a thousand words. Make sure you use the paperclip function to upload a new image so that you can put the most attention grabbing image that matches your content. We find that recognized leaders, colorful images work really well and drive CTR substantially Addressing your audience directly such as hey enterpreneurs or starting with a question is a great way to engage your audience right away and also customize your message to your audience. Being concise in your update is also very important – we see that especially for the introduction text, 140 characters or less works the best And finally the type of content really matters: two tips here: snackable content, lists, industry insights are always great way to engage your audience on LinkedIn. But also think about matching your content to your marketing objective. If you are looking to create brand awareness for instance you probably do not want to lead the audience to a whitepaper but maybe a lighter version of the research And don’t forget to use Direct Sponosred Content to test what works for your audience – best way to know how to appeal to your audience is to test and iterate
- Another best practice we see from some of our most successful customers is their content strategy and content calendar. Content calendar is key in creating a visual form of your content marketing strategy and easiest way to communicate internally within departments as well as with your agency or other external parties.
- For more information about sponsored updates, success stories and best practices, we highly encourage you to check out our website
- And final take-away: Why would my audience read this? Test to see what works better for your audience Stick to an “Always-On” strategy to reach members catching up on content